Edward William Bok (18631930). The Americanization of Edward Bok. 1921.

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hell be after me? You know how impatient these editors are. And he handed back the notices.

Bok saw it was of no use: Stevenson was interested in his work, but, beyond a certain point, not in the worlds reception of it. Boks estimate of the author rose immeasurably. His attitude was in such sharp contrast to that of others who came almost daily into the office to see what the papers said, often causing discomfiture to the young advertising director by insisting upon taking the notices with them. But Bok always countered this desire by reminding the author that, of course, in that case he could not quote from these desirable notices in his advertisements of the book. And, invariably, the notices were left behind!

It now fell to the lot of the young advertiser to arouse the interest of the public in what were to be some of the most widely read and best-known books of the day: Robert Louis Stevensons Dr. Jekyll and Mr. Hyde; Frances Hodgson Burnetts Little Lord Fauntleroy; Andrew Carnegies Triumphant Democracy; Frank R. Stocktons The Lady, or the Tiger? and his Rudder Grange, and a succession of other books.

The advertising of these books keenly sharpened the publicity sense of the developing advertising director. One book could best be advertised by the conventional means of the display advertisement; another, like Triumphant Democracy, was best served by sending out to the newspapers a broadside of pungent extracts; public curiosity in a novel like The Lady, or the Tiger? was, of course, whetted by the publication of literary notes as to the real dénouement the author had in mind in